Launch announcement

With the launch of Amazon Business exclusive campaigns for Sponsored Products, you can now exclusively reach shoppers on Amazon Business, the store that simplifies buying for organizations of any size with business-relevant selection, innovative tools and features like Business Prime, plus the convenience and value of Amazon. Using Amazon Business exclusive campaigns for Sponsored Products, you can customize your B2B advertising strategy by setting a B2B budget, promoting ASINs you want to showcase to B2B shoppers, using B2B keywords, and adjusting your bids as well as bid strategies to increase sales on Amazon Business. All campaign settings are uniquely applied to Amazon Business. Your campaign will only be shown on the Amazon Business store and will not be shown on the Amazon retail store or other sites and apps off of Amazon.

Sites are where specific ad placements can appear. By default, your Sponsored Products ads can appear on Amazon, including both the Amazon store and the Amazon Business store, as well as on select sites and apps off Amazon. The “Sites” selection and allows you to create a Sponsored Products campaign to exclusively reach business shoppers on Amazon Business. This helps you better reach business shoppers who on average are 3x more likely to purchase an item after viewing its product page than B2C shoppers, have 50% lower return rate compared to B2C shoppers ¹, and whose orders contain 80% more units than orders from B2C shoppers.¹

• Sellers, vendors, partners, agencies, and authors.
• Note: only eligible advertisers have the option to create Amazon Business exclusive campaigns for Sponsored Products. If you do not have the option and would like to, please contact your Amazon Advertising account manager or your Amazon Business account manager to learn about enrollment.

• Advertising console, Amazon Ads API

Advertisers using the Amazon Ads API can now create Sponsored Products campaigns that exclusively reach business shoppers on Amazon Business, available in Amazon Business Marketplaces - US, CA, MX, DE, IT, FR, ES, UK, IN, JP. To create Amazon Business exclusive campaigns, advertisers will need to set the site Restrictions field in the campaign setting to AMAZON_BUSINESS. Advertisers can customize their B2B advertising strategy by setting a B2B budget, promoting ASINs they want to showcase to B2B shoppers, using B2B keywords, and adjusting bids as well as bidding strategies to increase sales on Amazon Business. All campaign settings are uniquely applied to Amazon Business and these campaigns will only be shown on the Amazon Business store. All existing Sponsored Products reports will reflect performance only on Amazon Business. Advertisers can leverage these reports to review campaign performance on Amazon Business. See our reference documentation for more information.

Source:

¹ Amazon internal data from sellers with $80,000 or more in annualized sales, 2023